Introduction
In 2024, retail e-commerce sales are estimated to exceed 6.3 trillion U.S. dollars worldwide. Projections indicate a 39% growth in this figure over the coming years, with expectations to surpass 8 trillion dollars by 2027.
While online shopping keeps evolving, sellers should ask themselves what they can do better to boost their conversions on the digital market.
One of the main aspects that any e-commerce seller should consider is how to make up for the drawbacks of online shopping.
Unfortunately, you cannot touch, smell or try out a product through a screen. But that’s where product detail pages come to rescue.
What is a product detail page?
A product detail page (PDP) is a page on a website where visitors and potential customers can see more in-depth information about a product they’re interested in. On this page, visitors can see details about the product they’re considering buying, such as price, color, size, material and shipping options.
As 87% of customers feel product content is the most important factor when deciding to purchase an item online as they cannot physically see, feel, or smell the item, it’s safe to say that PDPs are detrimental to conversion rates, implicitly to the direction of the customer’s buying journey.
While all elements are necessary on a PDP, the one that actually brings in the money is the CTA button, which is usually displayed as an “Add to cart” or “Buy now” button. This element’s position, size, color, copy, and functionality can deeply impact the conversion rate, which is why you should pay special attention to this button when designing the interface of your website.
Why are PDPs important?
PDPs require lots of effort and attention, as they balance numerous copy and design elements that you have to make sure work well with each other. But why is it so important to spend so much time and effort building these pages?
PDPs convert visitors into customers. When users are browsing your website, they are still in the consideration stage of their buying journey. The main objective of the PDP is to take them to the decision stage and convince them to purchase the product. A good PDP will showcase all the details regarding the product, shipment and return policies, so that the potential customer can make an informed decision.
PDPs build trust and maintain brand integrity. As 87% of consumers are unlikely to make a repeat purchase if they don’t see accurate product descriptions, it’s imperative to make sure that the information displayed on your PDPs are authentic and match the reality of the product. Your customer can’t evaluate the product by themselves before purchasing, so they rely on your honesty and transparency. If you want to become a trusted brand and have better customer retention, make sure that you only share real information with your clients.
PDPs are effective tools for SEO optimization. There are over 26.2 million e-commerce sites worldwide and 13 million of them are based in the US. That means that there is enormous competition when it comes to online shopping platforms and you have to make sure that you’re always at the top of your game. By using the right keywords on your PDPs, you become easier to find for the potential customers who are looking for offerings similar to yours.
PDPs reduce return rates. To minimize customer dissatisfaction and returned products, it’s important to display as much relevant information as possible on your PDPs. As 70% of e-commerce returns were due to incorrect size and fit, it’s best to double check that the details shared on your website are matching the real-life product you’re selling.
The elements of a product detail page
Whether we talk about text or design elements, every single one of them is important to the efficiency of the page. Below we’ll present the core components of a PDP and the roles they play in the buying journey of the customer.
- Menu. Prioritize a seamless and user-friendly navigation experience on your website to make sure that it’s easy for your visitors to browse through your pages.
- Search bar. Accounting that 43% of the users who land on your website go to the search bar, it’s best to make sure that this feature is visible, functional and well positioned.
- Product title. This element should be the most prominent text on the PDP, so the website visitor knows exactly what the page presents.
- Product description. This concise body of text is generally positioned below the product title and presents the main features and benefits of the product. The key elements of a good product description are size, color, availability and any other features relevant to the specific product.
- Price. Studies show that 80% of consumers compare product prices before buying, which means that the price point is one of the most critical factors in the buying decision of a customer. During a sale, pricing can be a powerful conversion tool by highlighting the difference between the original and discounted prices to encourage purchases.
- Product images. According to Salsify, website visitors expect 5 to 8 professional-quality product images or videos for every PDP. The visuals should showcase the product from different angles and present both details and the overall look of the product.
- Call to action. As we mentioned above, the CTA button is the most important element on a PDP, as it is the one that actually makes the conversion happen. Make sure that this button is highly visible by using the right colors and sizes. The most frequently used CTAs on product detail pages are “Add to cart” and “Buy now”.
- Breadcrumbs. This component is mandatory if you want your website to be user-friendly. Breadcrumb navigation shows the customer the path they took to reach the current PDP, including the category page the product belongs to. If you want visitors to spend more time on your website, make sure to include this feature on your pages.
- Shipping information. Customers need clear information on how and when their products will arrive. You have to be transparent about potential shipping fees and whether or not there are geographical restrictions for delivery. If possible, it’s best to insert an estimated time of shipping.
- Relevant policies. This section should include details on product warranties, return policies, privacy policies, and terms of use.
- Payment options. Let the customers know exactly how they can complete the purchase. It’s best to be flexible and offer multiple alternatives for payment, such as online card or cash on delivery.
- Social proof. Display customer ratings and reviews, as well as user generated content, so the potential customers see that there are clients who happily purchased your products and are satisfied with the experience. To gain and maintain effective social proof from customer reviews, use a review management tool that takes care of your online presence. Contact us and learn more about our review monitoring services.
- Product discovery. This is not mandatory, but it’s definitely something that will keep your website visitor on your page for a longer period of time. Display sections like “View similar products”, “Recommended products” or “Recently viewed”, so the users know they have more options from you in case they don’t want to go further with the product they’re viewing at that moment.
Best practices for product detail pages
A product detail page is only efficient when done right. Implement the tips presented below and enhance your ROI and conversion rates.
Share customer feedback. According to research, 98% of buyers read online reviews before making a purchase decision, while 82% of them trust the voice of customers more than messages that come from the brand. As mentioned above, it’s best to display customer feedback and user generated content on your website to build trust and gain credibility in the eyes of the customers.
But even if you can control the social proof you show on your website, you can only monitor and manage your online brand reputation on other platforms with the help of a review management tool. Book a call and let’s plan the review automation strategy that will make your business a household name in your industry.
Recommend other products the buyer might be interested in. If you want to increase the time users spend on your website, you have to always showcase something that sparks their interest. Adding sections such as “Similar products”, “Recommended products” or “Recently viewed” will give your website visitors a personalized experience which doesn’t only convince them to browse your pages for more time (therefore, increase average order value), but also enhances their experience with your business. In the end, displaying recommended products should drive more conversions and convince customers to repurchase your products thanks to their positive experience with your brand.
Mobile optimization. In 2023, 95.8% of Internet users accessed online platforms from their mobile. Considering that so many people use their phone to go online, it’s detrimental to make sure that your website is functioning properly on any device. By improving the user experience on your website, you have better chances of convincing your potential customers to spend more time browsing your pages, which should lead to higher conversion rates. Make sure that your mobile interface is not only functional, but visually appealing as well, so the users are more inclined to click and scroll through the pages.
High quality visuals. According to Convertcart, 67% of customers think that high definition visuals are more convincing than plain product descriptions. Graphics and pictures are always the first elements to catch someone’s attention, which is why you should pay special attention to them and make sure that they are not only qualitative but also true to reality.
Conclusion
Developing good product detail pages is critical for your conversion rate, ROI and online presence.
Even though PDPs require effort and maintenance, they can be the most efficient selling tools if designed and implemented properly.
But if you’re truly ready to boost your business and be at the top of your game, you can’t forget about your online brand reputation. Get a demo or schedule a call with FeedCheck and discover how the right review management strategy will make your business achieve greatness.